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Archive for the ‘Yahoo! Search Marketing’ Category

If you are looking for helpful, insightful tips and strategies for your Yahoo! paid search campaign, PPC Hero is here to help. As you can see, we discuss Yahoo! PPC frequently. We are always publishing new, updated articles with tips, advice and strategies to make your Yahoo! Search Marketing campaign a success!

How To Detect Phantom Conversions in Yahoo!

September 21st, 2007 | Joe | Yahoo! Search Marketing

Last week I noticed a keyword within one of my Yahoo ad groups had accrued only 2 clicks on a given day but generated a whopping 7 conversions. However, only 1 conversion was tracked through the client’s database for that day. I soon realized that I was dealing with a ghost in the machine, or phantom conversions within my Yahoo campaign. But there is no reason to be scarred; these phantoms will not physically harm you, but they may haunt your Yahoo pay-per-click campaign.

These phantom conversions can occur for two reasons. The first explanation applies to everyone who has migrated …

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New Ad Creation Features from Yahoo!

June 29th, 2007 | Amber | Yahoo! Search Marketing

Today we noticed that the ‘Create New Ad’ section of Yahoo has a different look and added content!

  • In the title and description fields they’ve entered some example text that advertisers should follow.
  • They’ve also added ‘Ad Writing Best Practices’ off to the right of the screen. They mention six tips on how to write good ad text.
  • Another is a ‘Preview Live Ads’ feature. When you click on one of your keywords at the bottom of the page, it will pop up a box that shows you what other ads are being shown in relation to your keywords.

    • This is really great …

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    How to Shorten Your PPC Ad Texts

    June 28th, 2007 | Joe | Ad Texts, Yahoo! Search Marketing

    Yahoo Logo In April I posted about the impending truncation of Yahoo! ad texts: well, the time is nigh. Ad texts that are over 70 characters in length will be truncated when displayed within Yahoo!’s SERP. Here is a visual example of how your ad will be effected by this ad delivery alteration (borrowed from the YSM blog):

    short_desc.gif

    Consumers have countless reasons not to click on your ad, and you shouldn’t give them another one by not displaying clear, concise, enticing ad text.

    So, …

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    Do You Know Your Yahoo Account Tier?

    June 12th, 2007 | Joe | Yahoo! Search Marketing

    Yahoo’s caste system may not be known by everyone so I thought it would be helpful to shed some light on the various tiers of their accounts. This information originally appeared in Welcome to the Panama Jungle: A user’s guide to Yahoo!’s new interface. But before we get the tier break down, here are a few things to keep in mind regarding your account status:

    • Yahoo! reviews all accounts every quarter (March, June, September, and December).
    • They figure your monthly average and then decide who qualifies for which account status.
    • If your account has not been …
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    Yahoo! Search Marketing, Conversion Counter and Chicken Little – Oh My!

    June 7th, 2007 | John | Reporting / Conversion Tracking, Yahoo! Search Marketing

    “The sky is falling! The sky is falling!” This could have, perhaps should have been the title of this blog post. Last week, the YSM Blog discussed their Conversion Only Analytics and the inclusion of their new Assists metric. At the end of the blog post, the writer reminded us all to switch our conversion tracking codes over to take full advantage of Yahoo!’s new analytics prowess. And then it got interesting:
    “The older Conversion Counter tags will not be supported after July 2007.”

    Conversion Counter of course being the old tags from the …

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    Is Yahoo!’s New Ad Text Length Policy Hurting Advertisers?

    May 25th, 2007 | John | Yahoo! Search Marketing

    Well, some people think so. Search Engine Roundtable shared this comment from a Web Master World forum discussion:
    “My CTR since May 16 has fallen through the floor. I assume this is because of the new short description policy.”

    After reading both the forum discussion and the blog post, I decided to see if this observation held any merit. My first thought was that most advertisers (at least the ones I know) have been utilizing Yahoo!’s 70 character short text ads since …

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    Display & Destination URLs: Make sure they are fraternal twins

    May 15th, 2007 | Joe | Ad Texts, Yahoo! Search Marketing

    We’ve recently been asked a question regarding ad URLs: “Hi, I’ve been using Google Adwords and MSN Adcenter for a while and have decided to have a look at yahoos PPC offering, now all seems ok, except it doesn’t seem to support a display URL/destination URL differentiation. Is this possible in Yahoo PPC? And how do I go about it. Basically I want my display url to be my main sites url (www.example.com) and I want the destination to be a subpage on the site (www.example.com/product.html).”

    Yes, Yahoo! can certainly support a differentiation between the destination and display URLs. In fact, …

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    4 Ways to Enhance Your Performance in Yahoo!’s Panama

    April 29th, 2007 | Joe | Yahoo! Search Marketing

    Even though we have been managing accounts within Panama for the last five months, we are still acclimating to Yahoo!’s new interface – as I’m certain most online marketers are still trying to gain their bearings as well. Recently we released our handbook, Welcome to the Panama Jungle: a user’s guide to Yahoo!’s new interface, where we talk about the ins and outs of Panama. However, I’m going to discuss four ways you can easily enhance your performance (that are not in the handbook).

  • You should be testing your ad text (with A/B testing) in order to …
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